Customers increasingly turn to restaurant couriers to help them stay in and avoid cooking. As foot traffic to physical stores stalls for major restaurants like Pizza Hut, brands need to capitalize on these delivery partnerships to ensure they reach these convenience-oriented customers.
More than 90% of the 130 restaurant brands analyzed in Gartner L2’s Pickup & Delivery report partner with at least one third-party delivery service. Postmates takes the lead, with 84% of brands available on its platform. But no single delivery service has monopolized this space, as Uber Eats is growing its active users and Grubhub maintains strong visibility on Google. Therefore, brands should look to partner with multiple couriers to expand their delivery radius and increase online orders.
Yet restaurants should be wary of diving straight into these partnerships, as poor courier handoffs and delivery experiences can impact customer loyalty. Customers who experience a problem with their delivery tend to blame the restaurant more often than the courier service, even if it’s the courier’s fault. If brands can’t maintain a standard of quality control, consumers may look towards competitors.
Plus, simply having a presence on these platforms might not be enough. Courier sites and apps are competitive markets, and all of them except for Uber Eats allow brands to pay for sponsored listings to appear ahead of the competition. Along with customization efforts achieved through building a dedicated landing page on the platform, this can help brands edge out the competition for a spot at the table.